B2B buyers don’t care all that much about clever slogans or eye-catching graphics. They just want to know as quickly as possible whether or not what you sell can improve their operations.
Business-to-business (B2B) buyers might very well appreciate flowery phrases and gorgeous graphics, but they care a lot more about reducing risks and eliminating barriers that might impact their objectives. To get their business, you need to clearly communicate how you can do that better than the guy down the street.
That’s why the most critical objective for your marketing program is to insure that your website, brochures, emails, trade show displays – in short, everything you use to communicate with your customers and prospects – speaks plainly and clearly.
Good design and layout do help establish your professionalism, but to convince B2B buyers, your marketing materials must not only look good. They must clearly and plainly answer the most important questions your prospects are likely to ask you or your sales people. Including the reasons prospects should buy from you and not your competition.
In short, marketing materials that actually work are always created from the viewpoint of the buyer, not the viewpoint of the seller.